Taco Bell’s ‘Interruption’ to the Chicken Sandwich Wars Has Been Announced
Taco Bell’s Chief Global Food Innovation Officer Liz Matthews said in January that the nation’s largest Mexican chain would soon “interrupt” the chicken sandwich wars between fast-food chains, which have only intensified with announcements of new offerings from Burger King, Wendy’s, McDonald’s and others since the beginning of the year.
On Feb. 22, the Irvine, Calif.-based chain announced that “interruption”: the Crispy Chicken Sandwich Taco, which will begin testing on March 11 in Nashville, Tenn., and Charlotte, N.C. Taco Bell plans to roll it out nationwide later this year.
As you can tell by its name, Taco Bell said the new product is both a sandwich and a taco. The Crispy Chicken Sandwich Taco — featuring chicken meat marinated in jalapeño buttermilk, seasoned, and battered with a tortilla chip coating — will cost $2.49. The bread resembles pita and is drizzled with creamy chipotle sauce. A spicy version contains jalapenos.
Going back to Matthews’ words, Taco Bell’s new chicken product is a bit of disruption to all of the chicken sandwiches that have been introduced by its fast-food competition. But we don’t think it’s as innovative — which often equates to being interruptive — as the Naked Chicken Chalupa, which came out in 2017 and featured a chalupa with a fried chicken shell.